How to install customer-journey-map
npx skills add https://github.com/phuryn/pm-skills --skill customer-journey-mapFull instructions (SKILL.md)
Source of truth, from phuryn/pm-skills.
name: customer-journey-map description: "Create an end-to-end customer journey map with stages, touchpoints, emotions, pain points, and opportunities. Use when mapping the customer experience, identifying friction points, improving onboarding, or visualizing the user journey."
Customer Journey Map
Map the end-to-end customer experience from awareness through advocacy, identifying emotions, pain points, and improvement opportunities at each stage.
Context
You are creating a customer journey map for $ARGUMENTS.
If the user provides files (interview transcripts, survey data, analytics, support tickets, or existing journey maps), read them first. Use web search to understand the product if a URL is provided.
Instructions
-
Define the persona: Who is traveling this journey? Use a specific persona with JTBD, not a generic user.
-
Map the journey stages (adapt to the product):
Stage Description Awareness How do they first learn about the product? Consideration What do they evaluate? What alternatives do they compare? Acquisition How do they sign up or purchase? Onboarding First experience with the product — time to value Engagement Regular usage — building habits Retention What keeps them coming back? What might cause churn? Advocacy When and why do they recommend the product to others? -
For each stage, document:
- Touchpoints: Where the user interacts with the product, brand, or team (website, email, in-app, support, social media)
- User actions: What they do at this stage
- Thoughts & questions: What's on their mind ("Is this worth my time?" "How do I...?")
- Emotions: How they feel (excited, confused, frustrated, delighted) — rate on a scale or use emoji indicators
- Pain points: Friction, confusion, drop-off risks
- Opportunities: How to improve the experience at this point
-
Identify critical moments:
- Aha moment: When the user first experiences core value
- Moments of truth: Decision points where they commit or abandon
- Churn triggers: Where users most commonly drop off
-
Create the journey map table:
Stage Touchpoint User Action Emotion Pain Point Opportunity -
Recommend prioritized improvements:
- Which pain points have the highest impact on conversion or retention?
- What quick wins can improve the experience immediately?
- What requires deeper investment but has the biggest payoff?
Think step by step. Save as a markdown document. For visual journey maps, suggest the user create one in Miro or FigJam using this analysis as the foundation.
Further Reading
Related skills
More from phuryn/pm-skills and the wider catalog.
competitor-analysis
Analyze competitors with strengths, weaknesses, and differentiation opportunities. Identifies direct competitors and maps the competitive landscape. Use when doing competitive research, preparing a competitive brief, or finding differentiation opportunities.
business-model
Generate a Business Model Canvas with all 9 building blocks. Use when creating a business model, documenting how a business creates value, or analyzing an existing business model.
privacy-policy
Draft a detailed privacy policy covering data types, jurisdiction, GDPR and compliance considerations, and clauses needing legal review. Use when creating a privacy policy, updating data protection documentation, or preparing for compliance.
brainstorm-ideas-new
Brainstorm feature ideas for a new product in initial discovery from PM, Designer, and Engineer perspectives. Use when starting product discovery for a new product, exploring features for a startup idea, or doing initial ideation.
create-prd
Create a Product Requirements Document using a comprehensive 8-section template covering problem, objectives, segments, value propositions, solution, and release planning. Use when writing a PRD, documenting product requirements, preparing a feature spec, or reviewing an existing PRD.
summarize-meeting
Summarize a meeting transcript into structured notes with date, participants, topic, key decisions, summary points, and action items. Use when processing meeting recordings, creating meeting notes, writing meeting minutes, or recapping discussions.